推荐回答(3个)
品牌定位以品牌为核心考虑市场定位、价格定位、形象定位、地理定位、人群定位、渠道定位等。品牌定位最深层面是能在消费者心智中代表什么,例如王老吉是预防上火的凉茶、红牛是补充体力的功能性饮料。
战略定位是围绕品牌定位来进行的整体布局和推广方式,企业更需要高瞻远瞩的全局观念。两者相辅相成,不可或缺。
品牌定位往往是为品牌自身确定发展核心 是一个品牌形成的基础
通过定位将资源进行更好的集中性整合来避免浪费 提高资源的应用率
品牌定位包含的东西比较多 核心受众 品牌故事 品牌价值 品牌精神 品牌形象 品牌语言 品牌目标 品牌口号等等一系列的东西都属于品牌定位的内容
战略定位是围绕品牌定位来进行的整体布局和推广方式
战略通常也区分产品战略和品牌战略
再细分下去的还要分成全国战略和区域战略
而区域战略依然可以继续细分 例如大众市场和样板市场
不过无论是哪个 都是以品牌定位为核心 通过品牌定位中确定的“点”而形成“面”的带动
换句话说 战略定位是依据品牌定位确立的发展规划而进行的手段
如果非要找一个形象的差异的话 那么品牌定位是树根 战略定位是树干
两者属于相符相成 不可或缺
希望对你有所帮助
东东和道道为你详细解释什么是品牌定位,企业形象设计的重要意义以及如何做好企业形象设计?
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